Episode Summary
In this candid episode of An Agency Story, host Russel Dubree sits down with Kristina Witmer, founder of Witmer Group, a Dallas-based marketing agency focused on lead nurturing and sales enablement for tech and software resellers. With roots in high-profile agencies like Omnicom and JWT, Kristina shares how she took that experience and built something of her own…twice.
They unpack the messy, sometimes painful realities of starting an agency, including a failed partnership, and how that led Kristina to double down on process, client fit, and purpose. If you’ve ever felt like the only one struggling to get your agency off the ground, Kristina’s story will remind you: you’re not alone, and it can get better.
Episode Highlights
- From Big Agency to Bold Move: How Kristina’s early career at Omnicom and JWT prepared her for entrepreneurship.
- The First Agency That Didn’t Last: Lessons from a failed partnership and why financial structure matters.
- The Birth of Witmer Group: A fast pivot, loyal clients, and a scrappy return to solopreneurship.
- Retainers & Results: Why Kristina won’t work with clients who don’t contribute to meaningful marketing strategy.
- Culture & Confidence: Finding joy in employing people, and why she finally stopped letting imposter syndrome steer the ship.
Agency Info
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Company: Witmer Group
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Guest: Kristina Witmer
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Year Started: 2010
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Employees: 11-25
I need to get success for clients, that’s my goal, and however I have to do it, that’s how I’m gonna do it.
Kristina Witmer
Key Takeaways
Big Agency Experience Isn’t Wasted
Kristina credits her early career in large, global agencies with giving her a strong foundation in client service, communication, and the nuance of navigating different industries. That exposure proved invaluable when transitioning into owning her own shop.
Structure Is the Backbone of Sustainability
Her first agency ultimately failed due to a lack of financial infrastructure. Kristina highlights this as a turning point emphasizing that creative skills alone aren’t enough to run a business. “We didn’t have the financial structure in place to support our needs. Cash flow is really important for a growing agency.”
Not Every Client is a Fit and That’s Okay
Witmer Group is selective about who they work with, especially when it comes to developing lead nurturing strategies. If a client isn’t willing to collaborate or share insights, Kristina knows the engagement won’t be successful. “If you want to work with us, you must contribute to the conversation. I can’t build a strategy in a vacuum.”
Confidence Comes from Clarity
After years of accommodating client expectations, Kristina now leads with conviction. Letting go of imposter syndrome and setting boundaries has transformed how she runs her agency and the kind of clients she attracts.
Process Isn’t Just for Scaling, It’s for Sanity
From onboarding to sales, Kristina underscores the importance of building repeatable systems that allow for predictable results and long-term growth.
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